Advertising and Promtion: The Effectiveness of a Spokesperson

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Many marketing companies have realized the importance of celebrity endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with “Celebrity Equality”. The awareness and association celebrities portray firm’s hope this branding transfers to the product they are selling. When corporation sign on a celebrity, they are taking on the possibility and risk of the spokesperson may become involved in events that can have deleterious effects on the spokesperson company and the product their advertising. “They’re human. When you sign on to a celebrity, you sign on to the whole package –the good, the bad, and the ugly” ( L, Therese, & K, Robert & J, Robert). Through out my paper I will be using Tiger Wood as an example of the positive and negative affects of a spokesperson as a celebrity. Celebrities advertising are no panacea for achieving attention and higher sales. Their belief is the celebrity message deliver a higher degree of appeal, and attention. Marketer’s claims that a celebrity creditability increase memorability of the message and may provide positive effect that could be generalized to the brand states M. Mohan & B, Loue & R, Hudson. Firms have come to realize celebrity spokespersons like Tiger Wood have believability, purchase intentions and favorable effect on consumers. “ “The casual observer is somewhat inclined to believe that professional sport athletics are in greater demand as celebrity product endorser” (S, George, & J, Mathew & J, Jones, 2003). These advertising strategies include sexual, chock, emotional, fear, and humor. From these appeals, companies are seeking high brand awareness and brand recognition to consumers. When these appeals used to attract large ... ... middle of paper ... ...m http://drypen.in/branding/celebrity-endorsements-a-brand-building-concept.html Khatri, P. (2006). Celebrity Endorsement: A Stragateic Promotion Perperspective. Indian Media Studies Journals, 1(1) pp 27. Retrieved from http://www.docstoc.com/docs/20483221/Celebrity-Endorsement-A-Strategic-Promotion-Perspective Louie, A. L., & Kulik, L. R., & Jacobson, R. (2001). When bad things happen to the endorsers of good products. Business and Economics, 12(1) 13-14. doi: 10.1023/A:1008159717925 D, Chabo., J, Saouma. (2005) Celebrity Endorsement - Hidden factors to success.J önköping University, JIBS, Business Administration, Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-241 M, Mohan, B, Louis., R, Hudson. (21005). Celebrity advertising: An Assessment of its Relative Effectiveness Retrieved from http://sbaer.uca.edu/research/sma/2001/04.pdf

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